Too gropey? Kendall and Kylie Jenner's new Balmain ad shocks fans

Now we know Kendall and Kylie Jenner are all about the sisterly love, but there's something just a bit OTT about their latest ad for high-end fashion house Balmain. Um, why is Kylie putting her hand on Kendall's breast?

Kendall, 19, and Kylie, 17, sparked fierce debate about their weirdly close embrace, with fans taking to their Instagram pages, as well as Balmain and designer Oliver Rousteing's accounts, to slam the shots.

"Don't think sisters should be doing this type of pose. Seems more like a couple pose. The other ones don't look like this," one Balmain follower wrote.

"Bit incestuous," another chipped in.

"This looks like it should be porn," a Kendall fan wrote.

"Surely there are classier ways to seek attention Oliver!" one follower wrote to designer Oliver.

Others have criticised the pictures for looking overly photoshopped, as one fan said, "you can't even recognise Kylie".

The Jenner sisters saw the shoot differently, interpreting their pose as a playful fight.